Innovation saturation
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Innovation Saturation was introduced by American economist and historian Tom Osenton in his 2004 book THE DEATH OF DEMAND: FINDING GROWTH IN A SATURATED GLOBAL ECONOMY (Financial Times Prentice Hall). Innovation Saturation is a business cycle theory that posits that every company experiences two major growth trends during its life: an uptrend and a downtrend. Innovation Saturation represents the point at which growth rates stop increasing and start decreasing.
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